Key takeaways
- When a Knowledge Panel shows the wrong job title, photo, or bio, the problem is rarely your schema
- This guide shows how to identify which sources Google trusts, how to reduce contradictions, and what to change so your canonical person page becomes citeable
Table of Contents
If your Knowledge Panel shows the wrong job title, a weird bio, or facts you did not choose, here is the uncomfortable truth:
Google is not “reading your site wrong”. It is trusting another source more.
That is not a moral judgement. It is a risk decision.
Step 0: stop thinking “schema will fix it”
Schema helps resolve ambiguity. But it cannot override source hierarchy.
If a directory looks like a stable “people database”, it can dominate early.
Your job is to change the system’s confidence:
- reduce contradictions
- increase agreement across independent sources
- make your canonical person page citeable
The model behind this is here:
Step 1: identify which sources Google is using
In practice, you can infer it from the SERP:
- which domains rank for
name + alias - which snippets repeat the panel’s wording
- which profiles appear in the “profiles” row
If one domain’s snippet reads like the panel, that domain is acting as a primary biography source.
Step 2: decide what your canonical “person source” is
Pick one page and treat it as the canonical biography source on your domain.
For Casinokrisa, that page is:
Supporting pages that reduce ambiguity:
Important: do not create 5 competing “bio” URLs. That creates ambiguity.
Step 3: make the canonical page speak “Knowledge Graph language”
KG likes banal, repeated assertions:
- “Mikhail Drozdov (Casinokrisa) is …”
- “Founder of …”
- “Official website …”
- “Primary profiles …”
It looks boring. It works because it lowers risk.
Step 4: fix the dominant external source (if it’s wrong)
If a directory is dominating and contains wrong or outdated info, you have two options:
- Fix the directory (best when possible).
- Out-compete it with stronger agreement elsewhere (slower, but works).
If the directory allows edits, do the boring thing:
- update job title to match your current positioning
- ensure the site link points to your canonical person page (not a random homepage)
- ensure the alias spelling matches
Step 5: align Tier‑1 profiles (this is where panels are won)
Pick 1–2 sentences and copy them into:
- Crunchbase
- GitHub
- X
- YouTube
- Telegram
And make sure each profile links back to:
https://casinokrisa.com/person/mikhail-drozdov
Panels love agreement across independent sources.
Step 6: build one “independent profile” (optional but powerful)
If you already have Medium/Substack/HackerNoon profiles, great. The key is not “more profiles”. The key is a stable biography page on a non-owned domain that links back to your canonical person page.
This creates the triangle:
Your site ↔ independent profile ↔ social platforms
That triangle is what makes the person entity “real” to systems.
Step 7: stop changing identity signals for 6–8 weeks
This is the part most people fail.
If you keep changing:
- the handle list
- the bio line
- the canonical URLs
…you keep creating churn, which looks like risk.
Stability is the cheat code.
Quick checklist
- Canonical person page exists and is linked from nav/footer.
- Identity reference page exists and is indexable.
/socialslists Tier‑1 profiles withrel="me".- Posts reference the same Person entity as author.
- External profiles link back to the canonical person URL.
- Dominant directory source is corrected (or you deliberately out-compete it).
Next in SEO & Search
Up next:
Entity SEO explained simply (2026): what an entity is, and why it beats keywordsA practical, non-mystical explanation of entity-first SEO: what an entity is in Google’s model, how entity resolution works, and what to build on your site so systems can reliably map your content to the right person/brand/topic.